Kelon Refrigerator Product Marketing Channels, Design And Management Study

GUANG DONG KELONG GROUP is one of the largest domestic manufacturers of refrigeration household appliances, whose refrigerator products especially Ronshen brand refrigerator have high occupation rate of market extremely. As we known, this enterprise is falling into the serious crisis at present which has exposed the faults of operating business blindly including some defects of managing distribution channel. The topic of this paper is the research of designing and managing distribution channels whose aim is to analyze key problems so that find out defects and solve problems on the foundation of practice and theory.This thesis starts from the description of the present refrigerator Industrial distribution channel condition and the SWOT analysis of KELONG GROUP, secondly analyzes the organization and present status of KELONG GROUP distribution channels are analyzed, as well as the present problem it is facing. Thirdly, the author puts forward the client-orient channel designing programs. Additionally, KELONG GROUP channel model is evaluated. Based on it, the author suggests the way of channel model innovation. Furthermore, some problems about managing channel such as dealers choice, the multi-channel conflict, selling goods at unreasonable price in other areas, managing price system of distribution channel and so on are analyzed. The author proposes some operation suggestions too. End of the article, the author analyzes and solves problems in detail from two important aspects such as managing and dividing products by the way of different brands andtypes > excessive flat channel organization, as a result, selling effect in market is evaluated.The study in this paper indicates that there is no normal method for distribution. To be successful in the competition, companies have to design and manage their own distribution channels according to their own characteristics and adjusted to the changing environment, and most of all a manufacturer should design and manage channels on the basis of centering on customers and market.